Representation Of Genders In The Media

URFANA ALAM

The media often portrays generic views on certain aspects of the industry, one of these aspects are gender. Often in music videos, advertisements, and in movies, genders are shown to have very different roles and morals in comparison to one and another, this keeps the stereotypical views about genders in society on going.

Jason Derulo’s released a music video on the 21stof May in 2014 called ‘Wiggle’ which featured Snoop Dogg and was a global hit. The whole song is about women dancing and “wiggling” their body as the song contains lyrics such as “you know what to do with that big fat butt” and “your booty like two planets.” Not only the lyrics, but the music video also Derulo in the middle of the bed surrounded by 8 girls, indicating girls as being sex objects. While the men are dressed in gold chains, the women are given to fancy jewellery that stands out suggesting that the men are richer in this music video and have more power an authority over the girls as they are richer. Throughout the music video the only role the women are given is too dance for the men or take part in any other actions that will support the men.


The 2012 Asda Christmas advertisement is also a good example of gender roles in our society. The AD showcases all the preparation that needs to be done Christmas which all looks very chaotic, however majority of the work is being done by the matriarch of the family with minimal help from the Dad of the family. The father is actually seen very few times throughout the video, when he is shown, he is given very simple work like fitting the Christmas tree in the car or putting the Christmas tree up. Where as the Mother is shown to not only be helping the Dad, but also doing extra tasks like preparing the Christmas cards, cooking the meal and organising gifts for the family. The AD ends with the family sitting around the television watching movies when the Mother comes out and gets rather happy when she see’s her family happy. This keeps the idea of women being housewives and family friendly on going because it’s saying that it doesn’t matter what the women have to go through because it all pays off at the end.


When Miley Cyrus’s song “Wrecking Ball” came out, it instantly became very popular and topped the global music charts for weeks on end, however despite the lead singer being a female, the song lyrics still manage to make women look weaker in comparison to men. The song is about a couple who broke up and how the woman is now facing emotional trauma because she “never hit so hard in love.” The song makes women look week and carries out that 20’s mindset about how women tend to be more emotion compared to men. The music video also shows Miley Cyrus to be dressed in plain white clothing swinging on a large wrecking ball holding a hammer who appears to be destroying the set.